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Approaches to Brand Architecture
Companies manage their brand portfolios through a number of brand architecture structures, driven by company culture, markets and customers, and goals. Single Unitary Brand Architecture One brand...
View ArticleBrand Architecture: Strategic Considerations
What is the best structure for your brand portfolio? The answer depends on a number of strategic considerations: Audience Diversity What are the target segments for your brand? Is the brand focused on...
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What is Brand Architecture
Brand architecture is more than integral piece of your company’s brand strategy—it directly addresses your company’s business strategy. Brand architecture is organizing structure that specifies the...
View ArticleDoes Your Brand Architecture Support Your Business Strategy?
Brand architecture is not a set-it-and-forget-it proposition. As your business changes, the brand architecture worked in the past may become a hindrance. Companies facing issues like the ones below...
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MSNBC vs. MSNBC.COM Just Part of a Bigger Name Problem
Media insiders are buzzing about a potential name change for MSNBC.com. NBC Universal and Microsoft want to distance their co-owned Web site from the cable channel. MSNBC.com president Charlie...
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General Motors: A Reorganized Brand Architecture for a Reorganized Company
General Motors has done more than reorganize its finances. GM has turned its brand architecture upside down. Trimming nameplates like Pontiac, Saab, and Hummer from its stable of brands was just one...
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Fortune Brands: Sum Not Greater Than Whole
The potential break up of Fortune Brands will unlock tremendous brand value. The brands in this company’s portfolio have little relationship with the parent company or each other; they simply happen to...
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Huffington Post Won’t Hurt AOL Brand; Then Again AOL Isn’t Much of a Brand
The media universe is in a tizzy (and a-Twitter) about AOL’s acquisition of the Huffington Post. The Wall Street Journal interviews top media buyers who are worried that the liberal voice will hurt...
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Kraft Crack Up — Breaking Up the CPG Behemouth
Just 18 months after getting it all together, consumer packaged goods giant Kraft announced today that it is breaking up. It turns out that Kraft executives have discovered the grocery business has...
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